places in Marketing Cloud we can draw these data points from:
Posted: Mon Dec 23, 2024 7:45 am
Naturally, the first step in your dynamic content journey is to plan exactly which types of content you want to be dynamic, and based on which criteria.
Before you jump into Salesforce Marketing Cloud and begin building your email, document your plan so the whole team understands the logic and you can refer back to it in the future. Consider when dynamic content is most necessary and for which segments of your audience.
Documenting a plan is actually really useful for clarifying things in your own mind too! Dynamic content variations can get complex so it’s important to have a top-level visual.
Step 2 - Decide on your data source
In order to display a certain piece of content for a recipient, we database telemarketing need to create rules using the data points we have about them. There are three
Profile attributes in static lists
Data Extension attributes
An imported .csv file
If you’re using a simple subscriber list, rather than Data Extensions, this will likely be your best option.
Many SFMC users are storing data in Data Extensions though, given Journey Builder requires us to use these. In this case, you’ll pull your attributes from Data Extensions.
Tip: If you’re tailoring content based on the attributes in a specific Data Extension, the email must also be sent to this Data Extension, or one with the same fields and the exact same names as those used in the dynamic content rules.
The last option, an imported .csv file, may apply when you have a one-time list you need to contact. For example, event attendees who should only receive a transactional email and are not considered subscribers to marketing emails.
Screenshot of Marketing Cloud's Data Designer module
Before you jump into Salesforce Marketing Cloud and begin building your email, document your plan so the whole team understands the logic and you can refer back to it in the future. Consider when dynamic content is most necessary and for which segments of your audience.
Documenting a plan is actually really useful for clarifying things in your own mind too! Dynamic content variations can get complex so it’s important to have a top-level visual.
Step 2 - Decide on your data source
In order to display a certain piece of content for a recipient, we database telemarketing need to create rules using the data points we have about them. There are three
Profile attributes in static lists
Data Extension attributes
An imported .csv file
If you’re using a simple subscriber list, rather than Data Extensions, this will likely be your best option.
Many SFMC users are storing data in Data Extensions though, given Journey Builder requires us to use these. In this case, you’ll pull your attributes from Data Extensions.
Tip: If you’re tailoring content based on the attributes in a specific Data Extension, the email must also be sent to this Data Extension, or one with the same fields and the exact same names as those used in the dynamic content rules.
The last option, an imported .csv file, may apply when you have a one-time list you need to contact. For example, event attendees who should only receive a transactional email and are not considered subscribers to marketing emails.
Screenshot of Marketing Cloud's Data Designer module